the cisco telepresence opportunity for service providers
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All contents are Copyright © 1992–2006 Cisco Systems, Inc. All rights reserved. This document is Cisco Public Information. Page 1 of 11
The Cisco TelePresence Opportunity for Service Providers
Cisco® TelePresence is a new conferencing technology that creates a unique, “in-person”
experience over the network by combining innovative video, audio, and interactive
elements. According to market research conducted by Cisco Systems, telepresence
network services will represent an estimated US$4 billion in revenues for service
providers by 2010. The optimum Cisco TelePresence experience is delivered over an IP
Next-Generation Network (IP NGN), which has the intelligence to assign priority to
telepresence traffic and dynamically allocate bandwidth as needed. Service providers
that offer a network connection for Cisco TelePresence not only can capture a significant
revenue opportunity today, they also lay the foundation to offer additional tiered and
bundled services that provide market differentiation, strengthen customer loyalty, and
generate incremental revenue.
Executive Summary
Cisco TelePresence, a breakthrough communications technology, simulates face-to-face
interaction by providing a life-size video image of each remote participant, with fluid motion and
ultra-high resolution that can reveal subtle facial expressions. Participants can look at the eyes of
remote participants – rather than at a camera – as if they were in the same room. The life-like
experience is enhanced by CD-quality audio. Each person’s voice originates from his or her image
and is completely synchronized with the video.
The business case for Cisco TelePresence includes increasing employee productivity and job
satisfaction by reducing travel; decreasing travel costs; and increasing the speed of decision-
making for a competitive advantage. Sample uses for Cisco TelePresence include business
meetings, a local presence for remote executive assistants and lobby attendants, remote
interviewing and Human Resources benefits support, trading windows for investment banks,
access to specialists from remote bank branches, arraignment and deposition, remote expert
consultation for offshore drilling platforms, and face-to-face customer service and support.
Cisco TelePresence is defined by its extraordinary video and audio quality, and achieving that
quality requires three solution components:1
● The Cisco TelePresence Meeting System, which includes customer premises equipment (CPE)
such as video endpoints, cameras, codecs, and video screens. The system also integrates with
calendaring tools and Cisco Unified CallManager to enable simple call scheduling and one-
button call launch.
1 Gartner, “Comparing Videoconferencing Telepresence Systems,” September 2006
“The obvious gains of reductions in travel time and travel costs [from telepresence]
may, in fact, be far outweighed by potential gains in increased productivity, efficiency,
time to market and other factors.” – Gartner1
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● A Cisco Certified TelePresence connection, based on the service provider’s IP NGN, which has
the intelligence to recognize telepresence traffic, assign it priority, and dynamically allocate more
bandwidth as needed to deliver the optimal Cisco TelePresence experience. Two enterprises
with identical Cisco TelePresence equipment and room setup will experience radically different
results based on whether their network connection has the required intelligence and availability.
Cisco certifies the service provider’s network connection as a Cisco Certified TelePresence
connection – providing a competitive advantage – if the service provider adheres to a validated
network design and follows specified operational procedures.
● Professional telepresence room design, including equipment installation and attention to
environmental features such as lighting, speaker placement, and conference seating. Cisco has
identified global Advanced Technology Partners with the expertise to provide these services.
Service providers that offer a Cisco Certified TelePresence connection stand to capture a
significant revenue opportunity. Wainhouse Research reports that company purchases of high-
definition endpoints increased 18.1 percent in quarter two of 2006,2 Gartner states that 200
telepresence units are sold yearly and estimates that the potential number of telepresence
deployments is in the thousands,3 and Human Productivity Lab predicts that nearly all Global 5000
companies will adopt telepresence by 2016.4
This white paper, intended for service provider executives and IT personnel, describes the Cisco
TelePresence services opportunity for service providers. The first section describes the Cisco
TelePresence experience. The next sections describe the service opportunity and solution
elements. The paper concludes with the motivations for enterprise customers to adopt Cisco
TelePresence.
What Is Cisco TelePresence?
Cisco TelePresence creates a unique, “in-person” experience over the network by combining
innovative video, audio, and interactive elements. It enables people in multiple global locations to
interact as if they were face-to-face. All participants appear to be sitting in the same room, no
matter where they are physically located (Figure 1).
Figure 1. Cisco TelePresence Meeting Solution
2 Wainhouse Research Bulletin, August 31, 2006 3 Gartner, “Videoconferencing Telepresence Systems – Ready for Prime Time?”, 2006 4 Human Productivity Labs, “TelePresence, Effective Visual Collaboration and the Future of Global Business at the Speed of Light,” August 2006
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Cisco TelePresence is as different from video communications as the telephone was to the
telegraph. A defining attribute is its life-like visual and audio quality. Participants see life-size
images of remote participants, with fluid motion and accurate flesh tones. The combination of fluid
motion and ultra-high definition – double the definition of today’s high-definition televisions and
available only from Cisco TelePresence – enables participants to notice subtle facial expressions
as if the other person were seated across the table rather than thousands of miles away. The in-
person experience is heightened by the impression of true eye contact. Cameras are located out of
sight, at eye level, so that participants appear to look at each others’ eyes while speaking or
listening, engendering a greater feeling of trust. Inconspicuous camera placement helps strengthen
the impression that the other people are physically present. In addition, Cisco TelePresence
provides CD-quality, spatial audio. Each person’s voice sounds as though it is originating from his
or her image, further enhancing the in-person experience. Voice is synchronized with the video.
In a study conducted by Sage Research, end users indicated they expect substantial benefits from
Cisco TelePresence such as:
● 75% improved relationships and increased decision-making
● 65% improved productivity in functional groups
● 67% extended competitive advantage
● 57% faster issue resolution
● 77% reduced IT support5
Life-like video and voice have contributed to enthusiastic uptake of telepresence technology by
business users. Companies that have adopted telepresence report usage between 60 and 275
hours per month compared to an average of 15 hours per month for traditional video
communications systems.6 In addition, the in-person quality of the Cisco TelePresence experience
makes it feasible to communicate over the network for more important or sensitive interactions than
in the past, including high-level business negotiations and collaboration by film companies
producing high-budget films, to reduce traveling costs.
5 Sage Research, "Expected Benefits of TelePresence", 2006 6 Human Productivity Labs
The Cisco TelePresence experience
Comments from enterprise executives who experienced Cisco TelePresence in Cisco focus groups:
● “I need to see expressions. Cisco TelePresence would make my meetings more productive – a must if we cut back on travel.”
● “With Cisco TelePresence you’re able to focus on the conversation, not the technology.”
● “I knew it was good when I tried to shake the hand of the person across the room who was in another room.”
● “I like the idea of a one-button launch.”
● “The resolution and sound are years ahead of what has been available.”
● "A Cisco certified TelePresence network connection would give me greater confidence as to the reliability and quality of the service."
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While the immediate service provider revenue opportunity for a Cisco TelePresence connection is
for business meetings, Cisco TelePresence has broader potential to transform the way people
work, live, play, and learn:
● Work – Interactions with centrally-located specialists from branch locations, remote executive
assistants
● Live – Healthcare, telemedicine, telejustice, visits with family for soldiers on extended tours of
duty
● Play – Sports viewing, virtual wine-tasting events
● Learn – Observation of surgery by medical students
The Cisco TelePresence Service Opportunity
Cisco TelePresence is among the first applications to capitalize on the service provider’s
investment in an IP NGN to generate incremental revenue. Only with an intelligent network can
service providers deliver the extraordinary video and audio that characterize Cisco TelePresence,
because only an intelligent network can assign priority to telepresence traffic and dynamically
allocate bandwidth.
In addition to generating immediate revenues, a Cisco TelePresence connection positions the
service provider to rapidly introduce additional tiered and bundled service offerings based on the IP
NGN (Figure 2).
Figure 2. TelePresence Value Added Services
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Service offerings that can complement the Cisco TelePresence connection include:
● Network services
◦ Cisco TelePresence business-to-business connection – The service provider offers a Cisco
TelePresence network service to schedule and connect Cisco TelePresence meetings with
partners or customers that have their own Cisco TelePresence meeting rooms. As part of the
offering, the service provider provides directory services to securely facilitate session setup for
approved meetings, as well as security between networks to limit traffic to the Cisco
TelePresence traffic, only.
◦ Metro Ethernet Service – Enterprises use this service for high-bandwidth access to the Cisco
Certified TelePresence connection.
◦ Application-Aware VPN – The standard Cisco Telepresence connection has the intelligence to
assign priority to telepresence traffic and dynamically allocate bandwidth to this traffic. An
application-aware VPN uses a policy server to also consider the user or user group originating
the traffic when assigning priority.
● Value-added Cisco TelePresence services
◦ Video Concierge – The service provider delivers additional services, such as moderating
meetings, connecting participants who are using a standard phone or video communications
system, and providing additional meeting resources. The enabler for these services is
integration of the Cisco TelePresence System with other applications on the IP NGN, such as
Cisco Unified CallManager and Cisco IP Contact Center (IPCC).
◦ Multipoint Cisco TelePresence Connections – The service provider provides secure, multipoint
calls between three or more locations.
◦ Managed Cisco TelePresence – The service provider manages the customer’s Cisco
TelePresence System and provides 24 x 7 management, monitoring, maintenance, and
reporting services.
◦ Hosted Cisco TelePresence Service – The service provider hosts and manages the entire
suite of Cisco TelePresence services at a public location, where they are accessible to small
businesses and individuals.
● Ancillary services
◦ Managed Unified Communications – The service provider manages the customer’s Cisco
Unified CallManager platform, required for the Cisco TelePresence connection and already
used by some customers as their business communications system.
◦ Managed Security Services – The service provider manages the customer’s security
technologies and applications, such as firewall, intrusion detection, intrusion protection, and
anti-virus.
Service providers that offer a Cisco Certified TelePresence connection also position themselves to
capture revenue from specialized Cisco TelePresence markets such as telemedicine, telejustice,
telepsychiatry, pharmaceutical research, film production, and neurological operating rooms.
“This ability to effectively conduct global inter-company business will be, without a
doubt, the ‘killer app’ of the 21st century, and an application with potential for the
same exponential growth that characterized telephony, the Internet and other
communication networks.” – Human Productivity Lab
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Service Differentiation
Service providers that offer a Cisco Certified TelePresence connection can attract more global
customers as well as strengthen relationships with existing customers. Customers perceive these
service providers as delivering greater value than providers without the designation. They
differentiate themselves today by offering a superior Cisco TelePresence experience, and in the
future by offering additional intelligent services, such as Video Concierge, that help increase
enterprise customers’ productivity and provide added value.
Reduced Risk
A Cisco Certified TelePresence connection is built on the service provider’s existing IP NGN, which
accelerates time to market and avoids the need for capital expenditures. In addition, the Cisco
Powered Network Program team provides support for marketing and service development, helping
to accelerate service adoption.
Elements of a Cisco TelePresence Solution
Cisco Certified TelePresence Connection
Two companies with identical Cisco TelePresence Systems and room setups can have noticeably
different experiences based on their network connections. The optimal telepresence experience –
the Cisco TelePresence experience – requires an intelligent network connection that conforms to
strict standards for QoS and availability and is managed according to best practices. Therefore,
Cisco recommends to all customers that purchase a Cisco TelePresence System that they work
with a service provider offering a Cisco Certified TelePresence connection. To acquire the
certification, service providers must meet rigorous standards for their Multiprotocol Label Switching
(MPLS) VPN architecture, service-level agreements (SLAs), management systems, and policies
and procedures. After receiving the certification, service providers undergo an annual third-party
review to ensure that standards are maintained.
A third-party certification process for the Cisco Certified TelePresence connection provides
enterprise customers with the assurance that the network service delivers the voice and video
quality required for Cisco TelePresence and meets or exceeds enterprise requirements for
operational excellence.
Cisco TelePresence Meeting Solution
The first of several planned telepresence solutions from Cisco, the Cisco TelePresence Meeting
Solution is deployed at the customer premises by a Cisco Advanced Technology Partner that is
certified by Cisco after receiving extensive training. The Cisco TelePresence Meeting Solution
includes:
● Cisco TelePresence System – The Cisco TelePresence 3000 System is a three-panel plasma
screen system, complete with speakers, microphones, lighting array, and a table that seats six
on each side for group meetings. The Cisco TelePresence 1000 System is a single-panel plasma
screen system designed to be installed as a free-standing unit in executive offices and general-
purpose conference rooms, accommodating up to four people: two on each side.
● Cisco TelePresence Manager – The management software provides event management, help
desk support, and reporting of device status. Cisco TelePresence Manager interfaces with
enterprise groupware, such as Microsoft Outlook or Microsoft Exchange, to enable employees to
schedule Cisco TelePresence sessions from their calendars. It also integrates with Cisco Unified
CallManager, which pushes information about the scheduled call to the Cisco Unified IP Phone
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in the Cisco TelePresence meeting room. Employees can launch the call by pressing a single
button on the IP phone, or initiate an unscheduled call simply by dialing the number of the other
telepresence room.
Cisco Ecosystem of Service Providers
The hallmark quality of the Cisco TelePresence experience depends not only on the quality of the
service provider’s network connection, but also on the room design and proper installation of the
Cisco TelePresence endpoints. Therefore, Cisco has identified global Advanced Technology
Partners that can work with service providers to provide planning, preparation, design,
implementation, and operation for the telepresence room and equipment. Only Cisco Advanced
Technology Partners are authorized to resell and install the Cisco TelePresence Meeting Solution.
Working at the customer sites, the partners plan the room design, install professional lighting and
acoustics systems, and deploy and maintain the Cisco TelePresence Meeting System. The Cisco
Customer Advocacy group provides support to Cisco Advanced Technology Partners to help
ensure proper design and installation of customers’ Cisco TelePresence rooms and equipment.
Business Drivers for Enterprise Customers
The best candidates today for Cisco TelePresence – and an optimized network connection – are
large, multinational companies in the Global 2000. More specifically, according to a survey by Sage
Research,7 companies with the most interest in telepresence are in the financial services industry,
have 100 or more sites, are actively pursuing employee collaboration initiatives, or are planning an
investment in video communications in the next 24 months. Industries other than financial services
with a clear business case for Cisco TelePresence include manufacturing, healthcare, retail and
consumer packaged goods, and the public sector (Table 2).
Future markets for service providers that offer Cisco TelePresence include smaller enterprises,
organizations with shared facilities such as retail locations and convention centers, and
entertainment and leisure companies that offer remote dining or remote viewing of sports events.
Table 1. Prospective Customers for a Service Provider’s Cisco TelePresence Service
Industry Process Efficiencies Enabled by Cisco TelePresence Benefits
Financial services Staff a centralized contact center with experts in all products and services, providing immediate, personalized 24 x 7 support for customers who live anywhere in the world.
● Reduced cost to acquire and serve customers and enter new geographic markets
● Increased operational efficiencies
● Increased assets under management as a result of providing more products and services per household
● Higher net present value of each customer relationship
● Improved salesforce productivity
7 Sage Research, “Cisco TelePresence: A Quantitative Study of Potential Concept Benefits,” September 2006
“The use of videoconferencing and visual collaboration can yield significant
improvements in corporate efficiency – especially in the project management area
where these tools can help speed the development and product launch process. By
cutting time-to-market, engineering and marketing teams can introduce more products
to the market in a given period of time.” – Wainhouse Research
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Industry Process Efficiencies Enabled by Cisco TelePresence Benefits
Manufacturing Connect managers and experts at headquarters with operational staff in other locations and countries for real-time, collaborative R&D, manufacturing, and engineering
For high-value customers, set up a telepresence meeting room on the premises to provide Cisco TelePresence-based support.
● Improved decisionmaking because senior executives in different locations can meet more frequently, with less time and expense
● Faster development cycles
● Lower costs
Healthcare Enable patients and physicians to meet in realtime with physicians in other locations.
Use Cisco TelePresence in conjunction with imaging systems so that physicians in different locations can collaborate on diagnosis and treatment recommendations.
● Lower healthcare costs
● Promotion of wellness with telehealth, an ecosystem of healthcare providers
● Enhanced quality of care by enabling remote follow-up – for example, between a patient visiting a primary care physician’s office and a specialist in another region of the country
● Reduced “time to care” by enabling a physician to consult with a specialist in another location regarding rare medical conditions
● Faster diagnosis, treatment, and discharge
● Improved customer reach
Retail and consumer-packaged goods
Enable executives to meet more frequently, fostering product and service innovation.
Set up kiosks to provide information about automobile loans, mortgages, home improvement services, and more, to avoid the expense of onsite staffing.
● Enhanced customer satisfaction
● Faster time-to-market for new products and services
● Increased margins by reducing operational expenses
Public sector Meet remotely to enhance situation support, improve command and control of resources, and facilitate rapid decisionmaking in response and recovery situations.
Establish a virtual capital to conduct ministry, embassy, and policy meetings.
Link courts, prisons, and police to reduce costly prisoner transport and court time and to minimize security risks.
Hear grievances in state and local government.
● Better communication in national and worldwide emergencies
● Faster decision making in critical negotiations
● Increased safety and security ● Better community relations
Following are the major motivations for enterprise customers to adopt Cisco TelePresence.
Increasing Employee Productivity and Collaboration
Using Cisco TelePresence for internal meetings reduces the unproductive time that employees
spend traveling and recovering from fatigue. Improved access to globally distributed colleagues,
subject matter experts, and executives speeds up decisionmaking and enhances collaboration. For
example, a product-development engineer could demonstrate a prototype of a new form factor or
user interface for instant approval, accelerating product introduction. A global PR team handling a
time-sensitive crisis could meet to discuss strategy, ensuring more consistent response to the
press.
Enabling Business Process Transformation
By enabling employees to meet more frequently with their colleagues, customers, and partners,
Cisco TelePresence gives companies a competitive advantage. Salespeople can supplement in-
person meetings with Cisco TelePresence meetings to introduce customers to subject matter
experts sooner in the sales cycle, close sales more quickly, and strengthen the customer
relationship. Distributed marketing teams can develop campaigns more quickly. Product
development teams can accelerate development cycles. Human Resources personnel can conduct
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remote job interviews, reducing air travel expense during preliminary interviews, or enabling more
managers to interview candidates. Professional services organizations can meet more frequently
with their clients.
Reducing Travel Costs
Cisco TelePresence reduces the need for travel to internal and inter-company meetings,
decreasing costs for air, hotel, food, and transportation. Alternatively, companies can keep the
same travel budget but allocate more of it to high-value customer meetings instead of internal
meetings. In an ROI calculation by Wainhouse Research, if a company’s employees make three
domestic business trips monthly, each meeting has an average of four participants, and employees
are paid $80,000 annually, the company can save approximately $110,000 the first year if 10
employees conduct 40 percent of their meetings with telepresence.8 Reducing travel also has a
positive impact on the environment by reducing fuel consumption and emissions.
Increasing Employee Satisfaction and Retention
Reducing the amount of required travel improves employees’ quality of life at the same time it
increases productivity. Greater job satisfaction results in fewer turnovers among valued employees.
Supporting Business Continuity
Governments and companies with distributed operations can use Cisco TelePresence for crisis
management and emergency executive meetings. The ability to meet in realtime without travel
delays enables faster response and improved decisionmaking.
Increasing IT Efficiency
A Cisco Certified TelePresence connection delivers predictable and reliable service levels,
reducing the time that IT groups spend on troubleshooting and resolving network issues. IT also
saves time as a result of the integration of the Cisco TelePresence connection with the Cisco
Unified CallManager server because employees do not need assistance from IT to schedule a
conference. Instead, they schedule the Cisco TelePresence meeting just as they would a voice
conference, using Microsoft Outlook.
From cost savings to competitive advantage, the business benefits of Cisco TelePresence are
compelling. Companies can realize those benefits only if they have a reliable network connection
that delivers a consistently excellent Cisco TelePresence experience. This provides a powerful
incentive for companies to work with a service provider that offers a Cisco Certified TelePresence
connection.
Why Cisco
Service providers that want to capitalize on the telepresence market opportunity gain the following
advantages from offering a Cisco Certified TelePresence connection:
● Network technology that supports Cisco TelePresence requirements
◦ More than 24 patents in process pertaining to Cisco TelePresence, representing a commitment
from Cisco to enable the best possible user experience
◦ Application-aware VPN that inspects packets and dynamically allocates bandwidth and priority
according to policies associated with application type and specific user
8 Wainhouse Research, “The Business Case for Videoconferencing,” August 2005
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◦ Integrated VPN Routing and Forwarding that enables each enterprise to have its own separate
and secure VPN connection, making it simpler and more straightforward to establish inter-
company Cisco TelePresence sessions
◦ Encryption support for product planning, government meetings, board meetings, or other Cisco
TelePresence sessions in which sensitive information is discussed
◦ Integration with Cisco Unified CallManager and Microsoft Outlook for simple scheduling and
one-button call launch
● Brand recognition – Brand recognition boosts service acceptance, and business customers know
and trust the Cisco Powered brand. In fact, Cisco has the world’s best brand recognition for
service certification, according to Merrill Research. Service providers that promote their Cisco
Certified TelePresence connection reassure their customers that their service is delivered over
an end-to-end Cisco infrastructure – an attribute that business customers associate with
compatibility, reliability, and quality.
● Marketing resources – Cisco provides valuable marketing resources to service providers that
participate in the Cisco Powered Network program. Service providers can leverage these
marketing materials to accelerate time to market and to capitalize on the strength of the Cisco
brand and Cisco’s relationships with enterprise customers.
● Complete lifecycle services at the customer premises – Cisco has identified experienced
Advanced Technology Partners in each geography, sparing service providers the time, effort,
and risk of selecting partners to provide lifecycle services, which include planning, design,
implementation, and maintenance services, at the customer premises. These partners are
certified by Cisco to sell, assess, design, and install the Cisco TelePresence solution and design
the telepresence meeting room.
Conclusion
Service providers that offer a Cisco Certified TelePresence connection can accelerate and increase
the ROI from their IP NGN by capturing part of the estimated $4 billion in revenues for telepresence
network services between 2007 and 2010. The revenue potential expands when service providers
offer tiered and bundled services such as Managed Cisco TelePresence, Video Concierge,
Managed Cisco Unified CallManager, and Application-Aware VPN, and enter emerging niche
markets for telepresence such as telemedicine, telejustice, telepsychiatry, pharmaceutical
research, film production, and neurological operating rooms.
The Cisco Powered Network Program team provides resources to help accelerate introduction of
the Cisco TelePresence network service and to minimize risk. For example, third-party certification
gives potential customers objective validation that the service provider’s Cisco Certified
TelePresence connection provides the quality and reliability needed for an excellent Cisco
TelePresence experience. Access to the Cisco ecosystem of Advanced Technology Partners
eliminates the time and risk of finding partners to deploy and maintain customer premises
equipment. Finally, support for marketing and service development for vertical industries helps to
accelerate service adoption.
To read more about Cisco TelePresence technology and marketing resources, visit
http://www.cisco.com/go/sp/telepresence.
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Printed in USA C11-375487-00 10/06
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